As your international SEO efforts get
underway, you'll want a reliable method for measuring and reporting on success.
While we've looked at some basic reports, one of the key features of enterprise
analytics tools is the ability to create and apply segments to whatever set of
data you may be looking at. Segments can be comprised of just about any
criteria that you can think of, including language and location. While any
major analytics tool has this functionality, we're gonna once again use Google
Analytics to show how this works.
The key here, is that whatever KPIs you've
determined to measure your SEO performance, with segments, you can look at them
in the context of each regionalized section of your website. The key here, is
that whatever KPIs you've determined to measure your SEO performance, with
segments, you can look at them in the context of each regionalized audience
target. Let's take an example, of a global ecommerce site in a transaction
report. Here, we can see the revenue created by all the transactions on the
site, but you'll notice at the top here that we're looking at all sessions.
If we wanted to evaluate how, say, only North
American sessions performed, all we have to do is add a new segment. So, we can
name this segment "North America", and use the demographics area to
define this segment for only people coming from the subcontinent region of
Northern America. When we save and apply that segment, we can see that this
report is now only showing North American transactions. If we wanted to compare
that with, say, European traffic, we can just go and create another segment for
the continent of Europe and then apply that one as well.
Or, if we wanted to drill into a more granular
view of North America, we can just create a new segment for the U.S. and one
for Canada, apply them, and then we'll be able to see just how these break
down. As I'm building these segments, notice that I can also add language
components to my criteria, and as you get more comfortable with this tool, you
can create just about any combination of "and" and "or"
statements to match whatever criteria you could dream up, so that you can
define and explore the data behind your segments.
Here, I'm left with a direct comparison of
these two segments that can help me measure the success or failure of my
efforts targeting each location. Last, let's go back and add that language
component by creating two more segments: one for English-speaking Canadians,
and one for French-speaking Canadians. This time add in the language component
by using the "contains" match type and then the "en" or the
"fr" language codes, and once I've saved them, I can apply these two
segments to my report to compare them side-by-side.
Segments like these can be applied to just
about any report in your analytics package, making it easy to measure the KPIs
that you need at the levels of country and language required for international
SEO. And proper measurement against your goals, will help you to continue to
improve performance and let you know how your international Search visibility
efforts in other countries and languages are paying off.
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